By Brecken Branstrator
A rendering of London Jewelers’ new store, located in the Oculus structure within the Westfield World Trade Center, New York City’s newest transportation hub
New York--Independent retailer London Jewelers is taking on Manhattan for the first time with a store in the city’s newest transportation hub.

The company has opened a new retail store, its sixth overall, in New York City’s Oculus structure at the Westfield World Trade Center.

The Oculus structure was designed to represent a winged dove being released from a child’s hand. It is located within the Westfield World Trade Center shopping area, which also serves as a connection between the New Jersey PATH trains and New York City subways.

It’s now the third largest transportation center in the city.

In addition to carrying a wide variety of brands, London Jewelers’ 2,400-square-foot Manhattan store also features Two by London, its exclusive bridal collection with brands like Forevermark and Tacori.

In honor of the opening, London Jewelers is giving 1,200 first responders and their families the chance to win a 0.90-carat diamond.

The opening of the new store comes just in time for the company’s 90th anniversary, celebrating four generations’ involvement and five store locations in Long Island, New York.

“London Jewelers is proud to be part of the rebirth of the downtown area. Opening our first Manhattan location at Westfield World Trade Center is an honor, and we look forward to embracing the new community and building upon the legacy that Charles London started 90 years ago,” London Jewelers President Candy Udell said.

20160819 Roberto-Coin-DoveDesigner Roberto Coin created these doves commemorating first responders and their families as the brand opens its first New York boutique in Westfield World Trade Center. “I hope that those that those who wear these doves will remember the past but also imagine a peaceful future,” the designer said.
Concurrently, Roberto Coin also is opening a new boutique at the Oculus in partnership with London Jewelers.

This marks the brand’s first New York location. It will feature both iconic and new collections from the designer, like Princess Flower, Carnaby Street and Symphony.

To celebrate the opening, Coin created dove-themed jewelry to commemorate first responders and their families.

“The doves are a symbol of peace and freedom,” the designer said. “Each of my jewels has a special meaning that included the signature of the hidden ruby. Many years ago, I learned that according to an ancient legend, the ruby, when worn in contact with the skin, could provide peace, prosperity and happiness. In the dove creations, the ruby has a very special significance. I hope that those who wear these doves will remember the past but also imagine a peaceful future.”

A number of other jewelry brands also have a presence at the shopping center/transportation center now, including Thomas Sabo, which has its eyes set on the U.S. and opened its first boutique in the country at Westfield this week, as well as new stores for both Pandora and Tous.

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